Ford Looks to Europe for F-150 Lightning Sales

Automaker hopes to offset flagging home sales with move into BEV-friendly Continental countries.

Paul Myles, European Editor

February 14, 2024

1 Min Read
Norway F-150 Lightning Customer
Dag Ødegaard becomes first Ford F-150 Lightning customer outside U.S.

Ford is hoping European markets will pick up the sales slack of its struggling battery-electric pickup truck with the first delivery of a Ford F-150 Lightning to the BEV-savvy Norwegian market.

New customer Dag Ødegaard from Lier, Norway, becomes the first in the country to take delivery of the truck after falling in love with Ford F-Series trucks while traveling in the U.S.

Flying the flag for U.S. products, he owns a store that sells American grill and barbecue equipment and his wife hails from Texas. He says, “Finally we don't have to drive two cars to transport two teenage children, my wife and all our luggage to our cabin in (the ski town of) Trysil.”

While sales of the F-150 Lightning are flagging in its domestic market, the automaker is hoping for a better reception on the Continent. A Ford spokesman says Norway is the first country outside the U.S. to start deliveries of the truck, with BEV-friendly Switzerland to follow.

Per Gunnar Berg, CEO of Ford Motor Norway, says: “This is an important day for Ford in Norway. As the first country outside America to get F-150 Lightning, we get the opportunity to deliver one of the most talked-about electric vehicles in the world in recent years to our customers. We look forward to going full throttle to give even more Norwegians the opportunity to experience an all-electric truck unlike anything else on offer here.”

About the Author(s)

Paul Myles

European Editor, Informa Group

Paul Myles is an award-winning journalist based in Europe covering all aspects of the automotive industry. He has a wealth of experience in the field working at specialist, national and international levels.

Subscribe to a WardsAuto newsletter today!
Get the latest automotive news delivered daily or weekly. With 5 newsletters to choose from, each curated by our Editors, you can decide what matters to you most.

You May Also Like